That’s according to a report in the Wall Street Journal that said Thursday the largest US e-commerce retailer will open a store in Manhattan ahead of the holiday shopping season. It cites anonymous sources familiar with the matter.

It is not clear if the store will be permanent or a holiday pop up. The newspaper says the store could function as a warehouse and a showcase for inventory.

Amazon has never opened a brick-and-mortar store but has installed pick-up lockers in major cities. It has been investing heavily in the speedy fulfillment of orders, including adding six new distribution centers and about 15 sortation centers before the holidays. It operates 40 total distribution centers in the US.

To be honest with Amazon's model they could simply keep moving the store location to take advantage of local deals, ie 6 months free business rates if they are going to go down the collection route.